LB160 PROFESSIONAL COMMUNICATION SKILLS FOR BUSINESS STUDIES BOOK 1 SESSION 2

Framing the Case

Created by tutor: Abdullatif Al Man'ea, AOU Kuwait

POINTS TO BE COVERED:

Framing a case with a STEP framework The language of STEP analysis Stakeholder analysis

FRAMING THE CASE

It is a reading strategy that uses key concepts from business studies.

2.1 Introduction: Many business concepts and questions can be used to frame a case. They come from two analytical frameworks: STEP and Stakeholder analysis.

These frameworks have been chosen because they are good examples of how business concepts organize the way you read a case.

2.2 FRAMING A CASE WITH A STEP FRAMEWORK

Transformation process

Inputs
Text book Case study Assignment

Outputs
STEP Analysis Text

Reading, thinking, writing

The step analysis process

2.2 FRAMING A CASE WITH A STEP FRAMEWORK (CONT.)

Processing an assignment title: The assignment title tells you what output text to produce and frames the way you read the input text. It usually does this by giving an instructions and some of the key concepts you should use.

Example: Carry out a STEP analysis outlining the main factors in the external environment influencing the US airlines industry. Instructions (Bold):

Carry out a STEP analysis

Key Concepts(Underlined): Factors, external environment influencing, US airlines industry.

Another example from Activity 2.2 Let us do it together! Find out the instruction and the key concepts.

3. Wal-Mart is a US-based multinational corporation. Critically discuss the likely costs and benefits of its takeover of Asda, a UK-based company.

Answer: 3. Wal-Mart is a US-based multinational corporation. Critically discuss the likely costs and benefits of its takeover of Asda, a UK-based company. Instructions (Bold): Critically discuss Key Concepts(Underlined): Wal-Mart, US-based multinational corporation, costs and benefits , takeover , Asda, UK-based company. Please read & answer Activity 2.2

The output of dealing with assignment titles is to let you differentiate between the instructions and key concepts, therefore you can frame and analyze the right concepts.

Processing a textbook text:

In the business studies, words or concepts may hold different meaning. Example: The word environment in everyday use has a clear meaning. But in business studies it has a specialized meaning. Read Extract A in P45 & solve activity 2.4 Environment could mean: More than the ecological issues (weather, green issues..etc) External context surrounds an organization and its activities

THE STEP FRAMEWORK:

It is a model that helps in analyzing and identifying the external environmental factors of an organization and how they influence it. It is based on 4 key concepts or factors which you use to frame the case. Social, Technological, Economic and Political factors.

Refer to Text 2.9 (Resource book1) for definitions. P25

Influences and impacts: All the social, technological, economic or political influences must be factors which influence the case that you study. Example: for an event to fit the economic category in a STEP analysis, the criteria are that it is: Economic In the external environment Factor influencing the industry.

Read & solve activity 2.8

THE STEP FRAMEWORK (CONT.):

Let us discuss the "Wataniya Airways" case. Apply the STEP analysis outlining the main factors in the external environment that influenced and let Wataniya Airways to shut down its operations.

THE STEP FRAMEWORK (CONT.):

The formant or organization of case study differs from the analysis depending on their purposes. The case study holds a story with sequence of (unordered) events while the analysis treats these events as factors influencing the organization; and the events are categorized as social, technological, economic or political. So the STEP analysis forms a frame that categorizes the events of the case study.

THE STEP FRAMEWORK (CONT.):

In session 1, you used active reading strategies to get an overview of the case study but when you read to analyze it, you are searching for information. This kind of reading called searchreading. There are two strategies from the active reading method which are particularly important in search reading: 1) Think of a question that the text is going to answer for you before you read. 2) Keep asking more questions during reading. When you search-read for a STEP analysis you are reading with the following questions in mind: Is this event economic (or social, or political, or technological)? Is it in the external environment? Does it influence the organization/case you study?

THE STEP FRAMEWORK (CONT.):

It is also important to make notes actively when you search read. It is best when making notes for a STEP analysis to use STEP analysis table.
Social Economic Technological Political -

2.5 THE LANGUAGE OF STEP ANALYSIS:

Sentences become word/noun groups:

We discussed in session 1 that reducing the unit of language (i.e. sentence to word or nouns group) would be useful in note making because they reduce generalizations to fewer words.

In the STEP analysis table, student writes most of the factors as an abstract noun groups such as (government deregulation), (potential rise in oil price) ..etc.
One noun sometimes isn't enough to deliver a meaning so we combine it with other nouns. (i.e. deregulation) alone doesn't make sense but if we add (government) it will be more meaningful. Read & solve activity 2.11

Abstract nouns turn actions into things Actions are basically verbs, while things are nouns. Turning actions/verbs into things/nouns will make it easier for the analyzer to categorize them in the STEP analysis table. Example from Activity 2.12

Since the government deregulated the industry in 1978, it has faced two serious recessions in the early 1980s and 1990s.

Deregulated is an action/verb, it is a crucial factor in the sentence, so we try to turn this factor from its current form (action/verb) into a (noun). Deregulated = deregulation. And since deregulation alone doesn't deliver the meaning, we combine it with other noun (government). And the final note will be (government deregulation)

Noun groups can be found in the sentence, adapted from words in the sentence or created by the analyzer (student).

2.6 STAKEHOLDER ANALYSIS A DIFFERENT SET OF CONCEPTS

What does stakeholder mean?

A person, group, organization, or system with an interest in a business/organization or a project, they affect or can be affected by an organization's actions.

STAKEHOLDER ANALYSIS (CONT.)

It is a categorizing framework that categorizes information about the environment of a business. It considers asking concept questions while organizing stakeholder information: Does this organization or person has an interest in the business? Does this organization or person has power in relation to the business?

Stakeholder model (analysis) allows viewing the various individuals and power groups (stakeholders) with their interests and power and/or influence they may exert in the organization.

Stakeholders with high power are those who can do most to affect the organization

Stakeholders with high interest are those who will be most affected by the actions that the organization does.

Analyzing stakeholders:
The analysis of stakeholders involves identifying who they are and considering their power and interest with regards to the organization.

There are 4 categories of stakeholders when considering their power and interest. They can be mapped onto a power and interest matrix (diagram).

High Power

Stakeholders with high power and high interest (Category D).

High Interest

Stakeholders with high power and low interest (Category C).

Low Interest

Stakeholders with low power and high interest (Category B).

Stakeholders with low power and low interest (Category A).

Low Power

Refer to Text 2.13 in the resource book p32. Read & solve activity 2.19
Stakeholder category D Key players in the organization Manage the organization and its future Have big consideration in terms of long-term plan and future direction of the organization Can affect the decision process. Example: Owners, board members, and CEO. Stakeholder category B Stakeholder category C Must be kept satisfied

Examples: Institutional shareholders (government when it invests in a project, banks and/or other investment organizations)

Stakeholder category A

Those who kept informed about the Organization need to invest a position of the organization minimal effort with them (Monitor) Example: employees Can not be ignored Example: competitors, customers and suppliers.

Producing a stakeholder analysis needs you to sift the original text of a case study that has a story structure with time sequence words organizing the events into a categorized structure using the key concepts words Power and Interest.

To put a particular stakeholder in a category, the writer has to judge the stakeholder's level of power and interest.

Power and interest are criteria for categorization.

The writer can use three kinds of evidence to decide which category a stakeholder belongs in: The case study text may say directly how much power and interest a stakeholder has. The stakeholder's actions or the organization's actions may show who has power or interest. The persons analyzing the case study may have general business knowledge that help them decide.

REFLECTION:
Refer to text 2.14 & 2.16 resource book (P33/36).

Reflection gives you a guideline for analyzing a case study.

Refer to P65 Please make a STEP and stakeholders analysis for Zain Telecommunication Co.

Thank you. Good Luck!